In today’s digital era, businesses are realising the benefits of leveraging ecommerce platforms for the sale of products and services. As the ecommerce industry continues to accelerate, understanding the differences between omnichannel and multichannel ecommerce platforms is key. Despite some of their similarities, there are still differences between the platforms that can impact customer experience, sales, and revenue. Here are some aspects that can distinguish the duo.
Multichannel ecommerce refers to a strategy where a brand establishes a sales presence across multiple channels, ranging from online marketplaces, brick-and-mortar stores, to social media platforms. Products are made available on different channels to approach a wider audience. While multichannel ecommerce may boost a business's visibility, the channels may not always be integrated with each other all the time, which can cause inconsistencies in product information.
On the other hand, omnichannel commerce presents a brand across multiple channels that are fully integrated with each other. This type of platform creates a seamless shopping experience for customers and allows them to interact with a brand across different channels, from mobile apps, websites, social media, and physical stores. This integration paves the way for a consistent experience across all channels and enables customers to easily switch between their desired channels.
Prioritising the product rather than the customer experience, multichannel ecommerce creates homogenous product content across all channels, indicating little or zero integration between channels. For instance, a customer may experience a difference in product pricing or information on a brand's website compared to their physical store. This can cause confusion, which may eventually lead to a negative shopping experience.
On the contrary, omnichannel ecommerce platforms focus on the customer rather than the product. They adopt a customer-centric approach, which emphasises a seamless and customised shopping experience for customers. It is complemented with consistency and personalisation to boost customer loyalty and repeat purchases. For example, if a customer adds a product to their cart on a brand's website, the same product should be seen in their cart when they login to the brand's mobile app.
As multichannel ecommerce platforms develop a sales presence across various channels, a lack of consistency may occur, potentially resulting in a lower likelihood of repeat purchases among customers. Every channel features its own unique rules, requirements, and limitations, leading to discrepancies in how products are priced, promoted and showcased. This could cause frustration among customers as they may encounter discrepancies in information and pricing for the same product across different channels. Ultimately, the customer experience and brand reputation may be adversely affected.
With a higher average lifetime value compared to multichannel platforms, omnichannel ecommerce, on the other hand, can create a higher likelihood of repeat purchases. This type of platform aims to create a smooth and consistent shopping experience, empowering stronger brand connection and loyalty.
Whether you are selling clothes online or operating any other online shops, taking your business goals and requirements into account when selecting a suitable ecommerce platform is vital. Both omnichannel and multichannel ecommerce platforms come with their advantages and disadvantages. The key is to understand the differences between the two strategies so that businesses can make informed decisions on the strategy that is best for their brand and customers.
Learn more: Should You Sell on Your Own Online Store vs. Marketplaces (2022)
SHOPLINE Singapore is a leading website builder in Singapore. We provide a comprehensive unified commerce platform for businesses to establish and grow their online and offline presence. Speak to our consultants and start a free trial with us now to see how our service can help to elevate your ecommerce experience.
Try SHOPLINE with our free 14 day trial to explore all of our smart commerce capabilities
Start free trial